|
Title:
|
THE LAYOUT OPTIMIZATION OF NEWSSITE-INSERTED ADVERTISEMENTS USING TWO CONFLICTING OBJECTIVES |
|
Author(s):
|
Muraoka Kazuhio, Sakamoto Maki, Takadama Keiki |
|
ISBN:
|
978-972-8939-18-2 |
|
Editors:
|
Katherine Blashki |
|
Year:
|
2010 |
|
Edition:
|
Single |
|
Keywords:
|
Web advertising, the effect of advertising, Multi-objective optimization, Cognitive science |
|
Type:
|
Full Paper |
|
First Page:
|
147 |
|
Last Page:
|
154 |
|
Language:
|
English |
|
Cover:
|
|
|
Full Contents:
|
click to dowload 
|
|
Paper Abstract:
|
This paper explores the effective layout of the advertisement inserted in newssites in terms of gaining much attention and giving a positive impression since these two objectives have the trade-off relation, we measure the attention degree through the eye tracking experiment, and the impression degree through a questionnaire. Using these data from two measures, we revealed that the layouts inserting advertisement into the Inner-left position and the Left-up position achieved the better performance than those in the Right-up position and Inner-right position, which are the current standard layout. |
|
|
|
|
|
|
